The Museum of Contemporary Art Chicago has officially launched the MADE YOU LOOK, the first major advertising campaign for the museum in 20 years. The launch is in conjunction with the MCA’s first-ever pop-up experience dedicated to the work of groundbreaking artist Howardena Pindell, whose retrospective is currently on view at the museum. This free, two-day pop-up experience takes as its theme the year 1979, which was a pivotal time in Pindell’s life and work. Attendees can interact with and experience the music, art and pop culture of 1979, created by advertising agency FCB Chicago. The pop-up event took place on Saturday, April 7 (10 am to 5 pm), and Sunday, April 8 (noon to 5 pm), at 1330 N Milwaukee Avenue in Chicago.
The Made You Look campaign was created to re-introduce the museum after a highly regarded major redesign of the building by architects Johnston Marklee that blurs the boundaries between art, food, design, and learning. The redesign includes a new, world-class restaurant, Marisol, with an immersive art environment by Chris Ofili; and a new social engagement space, the Commons, with a design by Mexican design duo Pedro y Juana. The museum also added two enormous new “MCA” signs in soft yellow lights on the front of the building, signaling a renewed welcome to the city.
Made You Look is a fully integrated campaign that leverages immersive storytelling across digital, social, and print to re-introduce the MCA to new and returning visitors. One of the highlights of this campaign is a series of six-second, high-energy, high-impact videos that make people stop and think about what they are seeing. These lively and engaging videos present a selection of powerful images and text with a playful spirit that reflect the creative and stimulating experience offered at the MCA. The museum partnered with the Chicago office of FCB, an Interpublic Group global creative ad agency, to help translate the museum’s vision into this exciting new campaign and bring to life one of its current exhibitions with the 1979 pop-up.